Benchmark ad campaign seeks to dispel misconceptions about older people

Text Campaign Benchmark Senior Living Family Group

“This campaign is designed to showcase the fun and freedom that our residents experience daily through what we make possible.” -Tom Grape, Founder, President and CEO of Benchmark

Benchmark Senior Living, New England’s largest senior housing provider, has launched a new print and digital advertising and marketing campaign. The campaign encourages consumers to better understand the world of retirement living by unlearning everything they think they know about independent living, assisted living, memory care and respite care.

The Family Group Text campaign shows what is possible when assumptions about older loved ones are set aside. It tells the story of Benchmark using images depicting the typical modern day family conversation – text messaging.

When older people move into a reference community, most of them move from isolation at home to rediscovering what they love. Residents of the independent and assisted living community are shown dancing, enjoying social hour and off-site outings with their friends, participating in group exercise classes and relaxing because someone else is take care of the cleaning.

“Often times people have misconceptions about senior life that are dispelled immediately when they walk through our doors,” said Benchmark Founder, President and CEO Tom Grape. “Our communities are truly a special place for our residents and their loved ones because of the great skill, love and intent our associates bring to providing our cutting-edge care and experiences. This campaign is designed to showcase the fun and freedom our residents enjoy every day through what we make possible.

Led by Benchmark Associates who are hired for the heart and trained for their skills, in its 64 Northeast communities, residents enjoy interest-based programs, restaurant-style dining experiences, hotel-style amenities, personalized and comprehensive care and access to on-site health services.

This year marks Benchmark’s 25th offering senior housing. Throughout its history, Benchmark and its communities have won hundreds of local, regional and national awards for being a top place to work, offering exceptional programs and restaurants, and overall quality. Most recently, Benchmark Communities won 53 awards in US News & World Report’s inaugural Best Senior Living 2022-2023 Excellence Program for Best Assisted Living, Best Memory Care, and Best Independent Living. The company was among the top five senior living providers nationwide to receive the most awards.

The Family Group Text campaign launched today in major newspapers, online and on social media. To learn more about Benchmark Assisted Living for Seniors, Assisted Living with Memory Care, Assisted Living with Memory Care, and Independent Assisted Living in its Connecticut, Massachusetts, New Hampshire, Rhode Island, New York, Maine and Vermont, click here.

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About Benchmark Senior Living

Benchmark is New England’s largest senior living provider with 64 independent living, assisted living, memory care and continuing care communities and more than 5,000 dedicated associates providing compassionate care and experiences exceptional throughout the Northeast. The Waltham, Mass.-based company. was founded over 25 years ago by Tom Grape with the goal of transforming lives through human connection. Since then, Benchmark has continued to set the industry standard, having won over a hundred local, regional and national awards for its care, programs and as the best place to work. Benchmark has been named one of the Best Places to Work for 14 consecutive years in the Boston Globe’s annual employee survey and has been recognized multiple times on FORTUNE’s list of Best Workplaces for Aging Services. For more information, visit

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